HubSpot, a leading inbound marketing and sales platform, has today that it has acquired Kemvi, an AI/ML startup for sales productivity. Kemvi’s proprietary algorithm, DeepGraph, sifts through millions of pieces of content each day to learn what’s happening with buyers and prospects and delivers that information to sales reps. The technology will be incorporated into HubSpot CRM, giving salespeople more tools to carry out contextual, empathetic outreach.

Vedant Misra, Founder and CEO of Kemvi, said, “The B2B transaction ecosystem is on the cusp of a complete transformation, and we believe that HubSpot has the right vision and positioning to lead that change. We’re thrilled to be joining the team at HubSpot and look forward to continuing our work at the intersection of machine learning, language, and sales.”

Brian Halligan, CEO at HubSpot

Brian Halligan, co-founder and CEO of HubSpot, said, “Today’s consumers expect a personalized experience throughout the buying process, meaning that the modern salesperson needs to spend valuable time conducting research and tailoring each interaction with that buyer. AI optimizes that process, saving time for the salesperson and delivering a world-class experience for the consumer.Kemvi’s DeepGraph technology gives salespeople that added boost to better connect with their prospects and close a deal without getting bogged down in time-consuming tasks. “We’re excited to bring this technology into the HubSpot ecosystem, and look forward to working with the Kemvi team to build even more tools to empower the modern salesperson.”

The system identifies new prospects, provides suggestions for creating personalized emails, identifies new market segments, freeing up time that can be spent on more valuable sales tasks. DeepGraph also acts as a knowledge graph with information about buyers, markets, and products, helping salespeople understand the nuances of their customers’ behavior.

In a report, Gartner predicts that 30% of companies will employ AI to augment at least one of their primary sales processes by 2020. Savvy businesses are already incorporating AI into their daily routines, and sales teams that don’t embrace this technology risk being left behind. AI technologies enable salespeople to automate manual processes like researching their prospective buyers and crafting personalized emails, giving reps valuable time to focus on closing deals with their customers.